WhatsApp has become one of the most popular messaging platforms in the world, with over 2 billion active users. Its ubiquity and ease of use have made it many people’s preferred way of communicating, both for personal and business purposes. This has led many companies and organizations to wonder if they can leverage WhatsApp to directly communicate with their customers or users through their website. In this article, we will dive into whether and how a website can send WhatsApp messages.
What are the options for sending WhatsApp messages from a website?
There are a few different options websites have when it comes to integrating WhatsApp messaging capabilities:
- Using a WhatsApp Business API – WhatsApp offers a Business API that enables companies to programmatically send and receive WhatsApp messages using their business phone number. This is the most robust and fully featured option.
- Using a QR code – Websites can display a QR code that when scanned will pre-populate a WhatsApp message draft to the company’s number for the user to send. This allows users to easily message the business.
- Using a clickable WhatsApp link – Similar to a QR code, a website can include a link or button that when clicked will open WhatsApp and pre-populate a message draft to the business number.
- Using a 3rd party service provider – There are various 3rd party platforms and APIs that can facilitate sending WhatsApp messages from a website by providing an integration layer.
So in summary, while WhatsApp does not provide a way to send messages directly from a website, there are workarounds that allow users to initiate a message through a website experience. The website essentially facilitates the messaging but doesn’t send the messages itself.
WhatsApp Business API
The WhatsApp Business API is the main official solution provided by WhatsApp to enable businesses to send and receive WhatsApp messages programmatically. Here are some key things to know about the WhatsApp Business API:
How the WhatsApp Business API works
The WhatsApp Business API uses a company’s validated WhatsApp business account phone number to send and receive messages. The business will need to apply for and be approved for a WhatsApp business account.
Once approved, the business integrates the WhatsApp Business API into its backend systems. This allows them to build messaging capabilities into their software and systems, like their website, mobile app, CRM software, etc.
The business can then use the API to send templated messages, respond to user messages, create chatbots, receive incoming messages through a webhook, and more. All messages will appear to come from the company’s business phone number to users.
Key capabilities
Here are some of the key things businesses can do with the WhatsApp Business API:
- Programmatically send text messages
- Send media like images, documents and videos
- Send templated messages with parameters
- Receive and respond to messages from users
- Create chatbots
- Receive incoming messages via webhook
- Label and categorize conversations
- See read receipts and other message status
This allows for deep integration with a company’s customer engagement and communication systems.
Cost
The WhatsApp Business API is not free to use. There are tiered pricing plans based on the number of messages sent per month:
- 0 to 1,000 messages/month = Free
- 1,001 to 10,000 messages/month = $0.0045 per message
- 10,001 to 100,000 messages/month = $0.004 per message
- 100,001 to 1,000,000 messages/month = $0.0035 per message
- 1,000,001+ messages/month = Custom pricing
So costs scale with message volume, but start at $4.50 per 1,000 messages and go down from there.
Limitations
There are some limitations to be aware of with the WhatsApp Business API:
- Cannot initiate new conversations – Users must message first
- Delayed responses – 1s between messages to same user
- Limited customization – Cannot customize UX elements within WhatsApp
So while powerful, it does not offer full flexibility compared to building your own standalone app.
Overall, the WhatsApp Business API provides the deepest integration and most capabilities for sending messages from a company’s systems and touchpoints. The main barriers are needing to be approved for a business account and the message costs involved.
QR Codes
Using QR codes is a simple and free way to enable website visitors to easily message a business on WhatsApp.
Here is how it works:
- The business generates a QR code that encodes their WhatsApp business number
- The website displays this QR code prominently
- When a website visitor scans the QR code with their phone’s camera, it will open WhatsApp and pre-populate a new message to the business number
- The user simply needs to type their message and hit send
So with QR codes, the website facilitates initiating a WhatsApp conversation in a seamless way.
Here are some benefits of using QR codes:
- Easy and convenient for website visitors
- Totally free to implement
- Wide accessibility – most smartphones can scan QR codes
- Lets users message on the platform they prefer
There are also some downsides to be aware of:
- Limited customization of pre-filled message
- Cannot directly respond or send proactive messages via QR code
- Extra step compared to clickable links
Overall QR codes offer an easy way to bridge the website experience to WhatsApp messaging that is free and convenient. The main barrier is that the website visitor needs to take action to initiate the message.
Clickable Links
Similar to QR codes, websites can also implement clickable links, buttons or images that when clicked will open up WhatsApp and pre-populate a message to the business number.
For example, the website can display a button that says “Message us on WhatsApp” which contains a link like:
“`html
https://wa.me/15551234567?text=I%20have%20a%20question
“`
When clicked, this link will open the WhatsApp app if the user has it installed, or the WhatsApp web page if not, and pre-fill a new message draft to the business number 555-123-4567 with the text “I have a question”.
The benefits of clickable WhatsApp links include:
- More frictionless than QR codes – just a single click
- Can pre-populate customized text
- Totally free
- Works on all devices with a browser
Potential downsides compared to QR codes:
- Slightly more complex to generate the links
- Tap-through rate may be lower than QR scans
Overall, clickable WhatsApp links offer a great way to provide seamless website integration that initiates messages on users’ preferred platform.
Third-Party Tools
There are also various third-party platforms and solutions that facilitate sending WhatsApp messages from websites:
WhatsApp Business Solution Providers
These are official WhatsApp partners that provide software and tools for businesses to manage WhatsApp messaging on top of the WhatsApp Business API:
- Twilio – Plugins, APIs, SDKs for integrating messaging across channels
- Zendesk – Customer service messaging platform with WhatsApp support
- Kaleyra – CPaaS platform with WhatsApp messaging capabilities
- MessageBird – Omnichannel communications platform
These providers handle the complexity of the Business API and make it easier to integrate WhatsApp messaging into websites, apps, and back-end systems.
Third-Party APIs
There are also some unofficial third-party APIs that facilitate WhatsApp messaging without using the official Business API:
- Chat-API – Send and receive WhatsApp messages through APIs
- WATI – Platform for customer engagement including WhatsApp
- SimSimi – Chatbot platform with WhatsApp integration
The downside is these often have usage limitations and violate WhatsApp’s terms of service. But they can enable small-scale WhatsApp integrations.
Shared Numbers
Some providers offer shared or virtual WhatsApp numbers that businesses can send and receive messages from without needing their own business account. These include:
- TextMagic – Virtual phone numbers for various channels
- MessageBird – Virtual WhatsApp numbers
- Dingtone – App to get virtual numbers
This can be useful for small businesses but has risk of getting blocked and lacks some features.
Overall there are a variety of third party solutions that enable different degrees of WhatsApp messaging integration without the need for a full business account and API. Each has their own pros and cons to evaluate.
Can websites directly send WhatsApp messages?
Based on the options covered, currently there is no way for a website to directly send WhatsApp messages the same way it can send email.
Some key reasons Why websites can’t directly send WhatsApp messages:
- User privacy – WhatsApp requires consent for messaging
- Business verification – WhatsApp business accounts are verified
- Platform restrictions – No native API for web messaging
- Promote user activation – WhatsApp wants user opt-in
WhatsApp’s messaging platform is private, user-centric, and purposefully closed. Direct website messaging risks spam, abuse, and privacy issues.
Instead, WhatsApp provides APIs and tools focused on user-initiated messaging supported by businesses. This maintains user control while enabling integration.
So ultimately, the website can facilitate messaging via options like QR codes, links, or business tools, but cannot autonomously send WhatsApp messages directly like email. User consent is required first.
Should businesses integrate WhatsApp messaging on their website?
There are some key pros and cons for businesses to consider when it comes to integrating WhatsApp messaging capabilities on their website:
Potential Benefits
- Meet user preferences – WhatsApp is heavily used for business comms
- Lower barrier to contact – Easy way to message company
- Faster response – Quick access to customer support
- Boost engagement – Integrate popular messaging platform
- Improve support – Enable direct contact with company
Potential Drawbacks
- Added cost and complexity – Of business API or tools
- Message volume – Could overwhelm support staff
- User effort still required – They must initiate messages
- Limited analytics and tracking – Within WhatsApp UI
- Spam risk – Without proper controls
Here are some best practices for businesses integrating WhatsApp messaging via their website:
- Make it optional alongside other contact options
- Set expectations on response times
- Have a process for routing and responding to messages
- Train support staff on using WhatsApp effectively
- Test different placement options for QR codes/links
- Monitor performance and optimize based on results
Overall there are compelling benefits of enabling website visitors to easily message a business via WhatsApp if executed strategically. But it requires evaluating readiness, resources and potential risks.
Conclusion
While WhatsApp does not allow websites to directly send automated messages, there are several methods to facilitate messaging between website users and businesses leveraging WhatsApp’s platform and tools.
The options like QR codes, clickable links and WhatsApp Business API integration enable creating convenient user journeys from website to WhatsApp messaging.
Businesses should carefully consider the value, costs and resources required before integrating WhatsApp messaging via their website. But enabling website visitors to easily message via their preferred platform can provide great benefits if implemented strategically.
The key takeaway is facilitating user-initiated messaging, not directly sending automated WhatsApp messages from the website. With the right expectations and planning, integrating WhatsApp messaging can significantly boost customer engagement and support for many businesses.